At home Social Media Case Study and Strategy

@home on Social Media – Before Yrals
• Social Media Properties for @Home

Group on Facebook Twitter Profile YouTube Channel
No. Of Members: 197 Currently Unavailable No channel currently
No. Of Applications: 0 No. Of Tweets: 0 Total Views: 0
No. Of Followers: 0 Total Videos: 0

• Average number of interactions per post: 0

• Percentage of Interaction with respect to number of Fans: 0

• Youtube Video’s: Average views per video = 0

Social Media Goals for @home Before Commencing

1. Effective & Comprehensive presence on relevant
sites
2. Reach to relevant target audience across all
Social platforms
3. To build effective engagement with our
community by -
• Further reach
• To give product experiences
4. Better PR (ORM) & customer relations

@home on Social Media – After Yrals

Micro-blogging
Formal Information
tool
Networking exchange

All the Platforms will be
connected to a @Home
Social Bookmark website Content
sites
Viewing portals

Corporate Blog Social
Networks

Wikipedia Reviews
Social Video and
Image Sharing Sites

• We activated @home on
twitter
• Increased the number of
followers to 54
• Increased the following
to 257
• We did 141 tweets
about their products

Twitter Advanced Search

1. Twitter Advanced Search is done
to target the people from various
cities who are talking about the
Brand
2. Also customized twitter templates
are posted to these users to build
Brand awareness
@leztah @Home we are glad that 3. Followers share their views about
you liked our products and thank their shopping experience at
you for sharing your experience . @home store on twitter

1. Yahoo Answers is a destination where users share knowledge &
information about any topic
2. As Social Media Experts we reply to these users and we also cater to their
needs

Ways facebook can help a business grow

1. Facebook Pages - Brands can create a facebook page.
A page can give a brand an identity on Facebook.
2. Facebook Applications - Applications give you full
power to say or promote anything you want about
your business on Facebook
3. Advertise - Facebook has a powerful advertising
engine that enables businesses to specify a specific
demographic target, see how many people that
demographic will hit, and advertise to that
demographic.

@home Facebook page

We created a page
for @ home on
Facebook which
was a group

@home Facebook Fans

1. We increased
the number of
fans from 27 to
8078 over past
six months
2. An established
fan base helps
to create
growth on the
page

@home Facebook
Updates
1. We made a content
strategy and regularly
updated the page
2. Reach (It is the number of
times people who saw the
update) The update
reached to 999 fans on 10th
January
3. Talking About This ( People
who talked about the
update either by making a
story or liking or
commenting on the update
)37 people talked about
the update
4. The industry average of
talking about us is 6

Most liked Update

@home Facebook
Welcome Tab
1. Welcome tab are added
on the fan page so that
every new user who
comes on the page gets an
idea about the brand
2. Welcome tab enables you
to showcase your pictures,
documents & more on
your facebook fan page
3. A Welcome tab can acts as
a default tab on a page
4. Only when a fan likes the
creative he can enter and
see the offer/product.

@home Facebook
Welcome Tab
1. Once the fan likes the
creative he can see the
after like creative where
he has to fill the details
2. We had close to 1000
entries for the @home
catalog

@home Facebook
Product Tab
1. PRODUCT TAB with top
10 products divided into
respective categories .
2. Advanced features where
fans can like the product,
tweet and share the
product.
3. To build engagement a
comment box added to
the tab.
4. More photos can be
added to the tab and
appearance can also be
customized.

@home Facebook (App)
Messy Room Contest

1. We did a Messy Room
Contest for @home where
fans had to upload the
picture of their messy
room and get likes for their
entries
2. The process was to like the
page , upload the entry via
facebook album/desktop
and share it with your
friends to get likes
3. The winner with maximum
number of likes wins a
makeover worth Rs.
30,000

@home Facebook (App)
Messy Room Contest

1. The result was 30%
from 5000 fans who
played the Messy
Room Contest.
2. 50% of the users got
converted to fans
through the
makeover contest
3. The winner DEB
PANDA got a home
makeover of Rs.
30,000

@home Facebook (Advertising)
Big Sale

1. The Big Sale in @home store is the biggest sale they have in
their calendar year . On all the products people get up to 50%
off
2. We promoted it online on all social platforms and the result
was massive
3. Fans replied on the wall and shared their experiences

@home Facebook (Advertising)
Big Sale

1. 20 % of fans liked and
commented on the Big Sale
updates
2. The Big Sale updates brought
engagement and virality on the
page

@home Facebook (Ads)

9000
8000 Fans
5500 Fans
3500 Fans
1500 Fans
500 Fans
Fans

Aug Sept Oct Nov Dec Jan

1. Facebook Ads help to reach your potential customers and grow your fan base
2. Since @home caters to the age group of 25 to 45 we ran ads across India and
acquired a fan base of 9000

Reviews

1. A review site is a website on which reviews can be posted about people,
businesses, products, or services
2. The @home store received a positive review from a user who had purchased
sofa’s from the Andheri store

2121 1. Youtube video views are
important to brands
2. A video of a brand gets
noticed only when there are
enough number of video
views
3. @home has 2000 video
views for its Kochi store
4. The average number of video
views is 1000

1. Flickr is almost certainly the
best online photo
management and sharing
application in the world
2. Brands can upload photos of
their products on flickr and
share it with the users
3. Flickr helps to improve the
ranking in search
4. It helps to drive awareness
among wider audience group
and reached out to number
of prospects

Wikipedia

1. Wikipedia is an encyclopedia which contains information on all branches of
knowledge
2. @home ranks third in search on Google for the key word @home
3. An entire description about @home store and products is listed on Wikipedia
with references and links

Yrals Strategy for At Home
Going Forward

Current Status
• Current focus primarily on Brand Space i.e.
Furniture Care | Be creative | Dr. Decorator | One essential |
Gifting

• Formats are updates / tweets with images

• Goal set to maximize Reach & Engagement and not
on Virality

What’s Missing?
Maximize The Social Effect

Steps to Maximize
CURRENT STATUS
1. CREATE AWARENESS
2. BUILD REACH
3. ENGAGE

1. INVOLVE
2. BUILD RECALL
3. EARN LOYALTY

Tweak Existing Approach
1. Create Awareness: Optimize Ads & Targeting
2. Build Reach: Post Timing + Sponsored Stories
3. Engage: Updates & Category Analysis

INSIGHT

“Social Media Conversations are usually
NOT built around Brands.
Instead users flock around Preferred Interests.”

Target Group Interests
WOMEN MEN TRADE

Bollywood Latest
Cricket
/ Soaps Trends

Size of Community
Expos /
Fashion Bollywood Décor
Forums

Gadgets Décor
Parenting
/ Auto Magazines

Build A Brand Community
Fashion

WOMEN
Parents

@home Cricket

MEN
Brand Space Auto

Design
Trends

TRADE
Forums
/ Tips

Time slot : Reach & Interactions
Morning Peak @ 11 AM Evening Peak @ 5:30 PM

0.12% 6.00%

0.10% 5.00%

0.08% 4.00%

0.06% 3.00% Reach
Engagement
0.04% 2.00%

0.02% 1.00%

0.00% 0.00%
9:30 11:00 17:30 19:00

The graph is based on the data for the month of March-April

Build More Reach
• Updates at 11am in the morning had more reach and
engagement compared to 9.30am
So the morning update timing slot should be changed to 11
am from 9.30 am.

• 5.30 pm is the best timing for evening update as it had the
highest reach and engagement.
So we should stick to the same time for evening slot.

Category-wise Comparison
300
262
250
223

200
170
161
150

100 75
62 55 Engagement
48 53 47
50 32 40 32
26 Negative Feedback
14 8 16 9 8 2 11
5 4 6 4 2 7
No. of updates
0

Successful Categories: Home Styling Tips, Celebrations,
Current events & Dr. Decorator

Engage
• Categories that Worked: Home styling tips, Celebrations, current
events & Dr. Decorator

• Categories that Hurt: Contest and Gifting

• Learning:
1. Informative & interactive Categories work really well
2. Daily Repeats of Content / Updates Hurt (ex: Contest Updates)

• New category Suggestion:
@home-ode of the week: A walk through the house with best
designed interiors (Similar to MTV Cribs)

What More Can We Do?
3 Steps: INVOLVE, REINFORCE, REWARD

1. Build more RICH CONTENT that builds INVOLVEMENT &
furthers Virality.

2. Create Experiences that deepen RECALL as a ‘Home Decor
Destination’ and Heighten Virality.

3. Converting Engagement to EARNED LOYALTY

Addictive Content
1. Rich Short Form Web Videos:
a. Interior Decorating Ideas (TV Show like “Extreme Makeovers” on BBC)
b. @home-ode of the week

1. Personalized Content via Customization App
(For Ex. Design Tips Aggregator / Dr. Decorator App)

1. Light Games & Challenges
(For Ex: Spot The Difference | Real vs. Fake Quiz)

Content Idea 1: WOW VIDEO

Upload video content on the Best home makeovers & Interior
designing ideas
Creative Ref: “Extreme Makeovers” – BBC Entertainment
http://youtu.be/9-nmt4JODIk

Content Idea 2: Dr. Decorator
Option 1: Expert

Name: Dr. Decorator

Job Profile: Gives home styling tips &
creative ideas

USP: Expert in Home Décor

Benefit: Can become defacto Agony Aunt
who gets users to engage via Q & A

Content Idea 3: ODE Of The Week:

Updates on Fabulous Celebrity
Homes from around the world

Sample Update:
A walk through international
singer Celine Dion's palatial
white home is a must! Our
"heart will go on and on" for
this house!!

Content Idea 4: Light Games
Option 1: Spot The Difference

Concept: User get various rooms with @home: furniture to
look and Immerse in a popular gaming / puzzle format

Build Recall
1. Build Reminders via Characters & Applications (Dr. Decorator
and Foursquare specials)

2. Set Foursquare special on the @home venues

3. Offline (via Tv, Print, Outdoor, On Ground)

4. Mobile Applications & Activation

Recall Idea 1: Product Application
Idea: Showcase all @home products by category
Also allows users to Place the products in a
sample room for context
App includes Store locator & Social Tabs

Accessibility: Tablets, Mobile

OS: iOS & Android

Long Term Benefit: App Learns User Preferences
& Recommends products

Recall Idea 2: Foursquare Special
Concept
Foursquare Special Deals will run
perpetually at the @home outlets.
Building awareness in the Whole Region.
Deals can be unlocked only by Visiting the
Store creating ‘Walk Ins’

Special Feature
These deals will also be promoted to the
Facebook Fanbase via updates to create
further awareness

Sample Deal
Locked Deal Unlocked Deal

Earn Loyalty
1. Reinforce Characters & Formats

2. Build Rewards for Loyal Users Max Check-ins, Top Fans, Most
Active, etc.

3. Incentivize Virality with Redemption Models for Virtual
Points

Loyalty Idea 1: More Character Content

More Videos
Games
Updates
Merchandise

Loyalty Idea 2: Jaage Raho

• Most Active Fans (Top Fans): Likes, Comments & Shares
• Play All Games (Win / Collect Points)
• Most Page Visits
• Create User Generated Content (ex: Messy Room contest)

Loyalty Idea 3: Invite2Win

• Users Invite Friends to Earn Rewards
• Users Tag Friends to Page Photos / Posts
• Users Share Dr. Decorator Tips
• Share Character Content

Thank You

Rakshit Vedia
Client Servicing Manager
7498327014

At home Social Media Case Study and Strategy

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (20)

Similaire à At home Social Media Case Study and Strategy

Similaire à At home Social Media Case Study and Strategy (20)

Dernier

Dernier (20)

At home Social Media Case Study and Strategy